Q&A Hero

Q: (p.454)When ExxonMobil, a company that has been accused of being insensitive to the environment, runs an ad that demonstrated its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund, it engaged in _____ advertising. A.community involvement B.service C.public relations D.public affairs E.market identity communication

Q: (p.455-456)_____ advertising by corporations and industries in the U.S. can be traced to 1908, the year AT&T launched a newspaper ad campaign to educate the public on the virtues of a private monopoly. A.Advocacy B.Social C.Philanthropic D.Environmental E.Cause

Q: (p.455-456)If you want to strike a chord with American young children, bring up the topic of college tuition costs. ExxonMobil is one marketer that has tapped this market by joining Upromise, a company that channels rebates into college-saving accounts. In support of its alliance with Upromise, Exxon has sponsored an editorial about the importance of saving for college in both The Washington Post and The New York Times. These editorials are correctly called: A.umbrella advertising. B.self-promotion. C.advertorials. D.cause marketing. E.event sponsorships.

Q: (p.456)Carlson Hotels Worldwide is one of the world's leading hotel companies with five brands spanning luxury to economy, including Radisson hotels and Country Inns. In the first advertising campaign for Carlson Hotels, its commitment to service was extolled and a loyalty program that allowed guests to earn redeemable points when they stayed at any Carlson Hotel was introduced. This is an example of what type of corporate advertising? A.Umbrella advertising B.Cause-related marketing C.Self-promotion D.Market prep corporate advertising E.Corporate identity advertising

Q: (p.456)Coloradans who used to shop at Eagle Hardware & Garden were remarkably loyal to that format in a state where there are numerous home improvement options to choose from. And now that Eagle is operating under the name Lowe's Home Improvement Warehouse, keeping that loyalty alive has been Lowe's most pressing challenge, both in terms of introducing itself to customers who don't know its logo and in convincing Eagle loyalists that a new owner means better stores. Lowe's should use _____ advertising to deal with this situation. A.image B.cause-related C.self-promoting D.market prep corporate E.corporate identity

Q: (p.437)The term public relations is widely misunderstood and misused.

Q: (p.437)Public relations efforts may rally public support, obtain public understanding, or simply respond to inquiries.

Q: (p.437)Well-executed public relations are an ongoing process.

Q: (p.438)Both advertising and public relations (PR) objectives can be carefully placed to achieve particular reach and frequency objectives.

Q: (p.438)Public relations professionals see marketing as the umbrella process that companies use to determine what goods and service the market needs and how to distribute and sell them.

Q: (p.438)To date, most companies are public relations oriented since their main focus is on the bottom-line.

Q: (p.439)An article about how fashion retailer Vanity Stores has launched a text messaging-based sweepstakes to promote singer and actress Mandy Moore's new album is an example of publicity.

Q: (p.444)A _____ is one or more typewritten sheets of information issued to generate publicity or shed light on a subject of interest. A.feature article B.house organ C.press bulletin D.media announcement E.news release

Q: (p.452)_____ is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium or racetrack. A.Venue marketing B.Reputation marketing C.Guerrilla marketing D.Ambush marketing E.Reactive marketing

Q: (p.444-445)A _____ supports the publicity of special events such as press conferences, grand openings, and trade shows. It includes a basic fact sheet of information about the event, a program or schedule of activities, and a list of the participants and their biographical data. A.feature article B.house organ C.media kit D.news release E.e-zine

Q: (p.452)The Rome Braves, a Minor League Baseball team, plays its home games in State Mutual Stadium, named for and sponsored by the insurance company. This is an example of: A.venue marketing. B.reputation marketing. C.guerrilla marketing. D.ambush marketing. E.reactive marketing.

Q: (p.444-445)Along with its ad campaign to improve the relationship of the Raiders and the citizens of Oakland, the football team's agency issued a ____, which contained pictures and biographical data of all the players, quotes from fans, ticket prices, special promotions that would be held throughout the season and a story about how wrong the Raiders had been to move to Los Angeles. A.promotional announcement B.communications bulletin C.public relations package D.publicity system E.press kit

Q: (p.445)A four-page article in Pallet Enterprise, a trade journal for the pallet and container industry, about the success of Jisco, a Korean nail company, would most likely be an example of a: A.promotional message. B.pro bono message. C.communications organ. D.feature article. E.house bulletin.

Q: (p.446)A _____ is a company publication that can be used to promote goodwill, increase sales or mold public opinion. A.promotional announcement B.corporate BLOG C.media bulletin D.feature article E.house organ

Q: (p.446)A _____ is a publication about happenings and policies at the company that may take the form of a newsletter, tabloid-size newspaper, magazine, or even a periodic e-zine. A.corporate blog B.news release C.media kit D.house organ E.media bulletin

Q: (p.446)An example of a _____ is the Avalon Hill General, which has no outside advertising (usually a major portion of a magazine's budget). It features news, strategy articles, variants and essays on game designall about Avalon Hill games. A.promotional announcement B.corporate BLOG C.media bulletin D.feature article E.house organ

Q: (p.445)When writing a news release, you should: A.write a headline that signals the key facts or issue of the story. B.call to see if the editor has received your release. C.not waste paper by using wide margins. D.provide all of the information that may be useful because length is not an issue. E.place the most important information towards the end so that it is easier for the reader to remember.

Q: (p.447)Which of the following statements is true about video news releases (VNRs)? A.Video news releases are always developed and produced by outside agencies in order to prevent them from being biased. B.Video news releases are offered to TV stations for a nominal fee. C.Sometimes video news releases are criticized because they are too short. D.Often video news releases are developed by the station's news staff. E.VNRs are somewhat controversial.

Q: (p.447)A(n) _____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with the property. A.entertainment marketing event B.philanthropic event C.sponsorship D.advocacy advertising piece E.ambush marketing event

Q: (p.448)In its 2008, Jiffy Lube began a marketing campaign which encouraged women to focus on their cardiovascular health. Jiffy Lube's "Maintenance Partners for Life" combines the concepts of maintaining heart and vehicle health, while seeking to raise $1 million in support of the American Heart Association's current "Go Red for Women" campaign. Jiffy Lube is engaging in: A.cause marketing. B.societal marketing. C.philanthropy. D.ambush marketing. E.venue marketing.

Q: (p.448)_____ is a partnership between a for-profit company and a non-profit company, which increases the company's sales while raising money and visibility of the organization's cause. A.Sponsorship B.Ambush marketing C.Venue marketing D.Social networking E.Cause marketing

Q: (p.448)_____ is support of a cause without any commercial incentive. A.Community involvement B.Philanthropy C.Ambush marketing D.Sponsorship E.Venue marketing

Q: (p.449)Which of the following statements describes a benefit of sponsorship? A.There is little clutter associated with a co-sponsorships. B.Sole sponsorships are inexpensive. C.It is relatively easy to gauge the effectiveness of a sponsorship. D.Sponsorships enhance the image of the company sponsoring them. E.Sponsorships can rapidly convert fan loyalty into sales.

Q: (p.450)Ansett Airlines sued Qantas Airways, a rival Australian carrier, claiming that it engaged in _____ that was detrimental to Ansett's image as an official sponsor of the Olympic Games. Qantas ran ads in The Sydney Morning Herald and The Age newspapers featuring Australian runner Cathy Freeman and the words Sydney 2000', Olympic Games and the new millennium' and The Spirit of Australia Qantas'. Located in close proximity to these slogans was the Olympic logo. A.a violation of FTC regulations B.ambush marketing C.viral marketing D.flanking promotion E.venue marketing

Q: (p.444)What is the most widely used PR tool? A.A data warehouse B.A press kit C.A trade show D.A house organ E.A press release

Q: (p.450)_____ is a promotional strategy non-sponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors. A.Proactive sponsorship B.Viral promotion C.Venue promotion D.Ambush marketing E.Reactive sponsorship

Q: (p.431)For mailing in $3.95 and two proofs of purchase from Dannon yogurt, Laura Beth can receive a calorie counter that includes over 1,000 foods and yet fits conveniently in a purse or pocket. The counter (which actually costs Dannon about $3.75) is an example of a(n): A.in-pack premium. B.self-liquidating premium. C.coupon premium. D.on-pack premium. E.sweepstakes.

Q: (p.431)Procter & Gamble created one of the most outrageous promotions in marketing history. Nobody blinked when some unknown brand assistant suggested giving away free goldfish in stores with the purchase of any king-size box of Spic and Span cleaner. The offer itself was the soul of simplicity: Buy one giant-size box of Spic and Span and you can fill a clear plastic container with two free goldfish. The display even had its own net for scooping the little fish out. The fish were examples of: A.premiums. B.display allowances. C.trade deals. D.free-standing inserts (FSIS). E.advertising specialties.

Q: (p.432)The most costly of all types of sales promotion is: A.P-O-P displays. B.rebates. C.sampling. D.coupons. E.premiums.

Q: (p.432)_____ is generally considered the most effective method for generating consumer trial of a new product. A.Buy-back allowance B.A rebate award C.A contest D.Diverting E.Sampling

Q: (p.432)Britannia distributed small 25 gm packets to the consumers free of charge to those who visited any of the grocery stores in Chicago before introducing its range of mixed fruit flavored tarts'. Which of the following type of promotion did Britannia employ? A.Contest B.Sweepstake C.Sampling D.In-store couponing E.Free premium

Q: (p.432)The delivery of a free sample of Advil PM, a new pain reliever designed to aid in sleeping, in the same plastic bag as the Atlanta Journal was delivered in is an example of: A.in-store sampling. B.premium sampling. C.polybagging. D.a tie-in promotion. E.a spiff.

Q: (p.432)A(n) _____ offers prizes based on entrants' skill whereas a(n) _____ offers prizes based solely on a chance drawing of entrants' names. A.coupon; in-pack premium B.in-pack premium; self liquidating premium C.coupon; sweepstakes D.contest; sweepstakes E.sweepstakes; free standing insert

Q: (p.432)The manufacturer of Advil PM, a new pain reliever designed to aid in sleeping, conducted a _____ in which a winner was selected by a drawing. Contestants registered by visiting the Advil PM Web site. Each entrant had the same probability of winning a day of winning the $10,000 grand prize. A.game B.contest C.sweepstakes D.lottery E.reward

Q: (p.432)To promote a new Malibu Rum flavor, Pernod Ricard USA used a promotion called "How Do You Banana Malibu", which encouraged those of legal drinking age to submit video interpretations of the classic song, "Banana Boat", better known as "Day-O" at YouTube.com. The winner of the _____ won $25,000 in cash. A.game B.contest C.sweepstakes D.lottery E.reward

Q: (p.441)According to Johnson & Johnson, what is the best action to take in the event of a disaster like the Tylenol poisonings? A.Be open and candid B.Refuse to talk to all media representatives C.Select one media representative and give that person exclusive rights to the story D.Use the federal government's public relations experts E.Don't answer any questions until all the facts about the incident are known

Q: (p.440)When a company is confronted with a crisis management situation it should: A.actively cooperate with authorities in the investigation. B.take political help to solve or compress the entire issue. C.always have the CEO talk to the public. D.avoid confronting in front of media. E.remain unaffected.

Q: (p.441)The goal of _____ is to develop a dialog between the company and the community. A.community involvement B.corporate advertising C.advocacy advertising D.lobbying E.advertorials

Q: (p.441)The Rocks Build Our World program of National Asphalt Pavement Association (NAPA) includes both group tours of the company's corporate office facility and classroom visits targeted to fourth graders. The classroom visits start with some basic information on geology, mining methods and the uses of minerals in everyday life. This is an example of: A.press agentry. B.sales promotion. C.community involvement. D.societal advertising. E.advocacy advertising.

Q: (p.442)_____ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client. A.Persuasive communication B.Lobbying C.Informative communication D.Consumerism E.Press gentry

Q: (p.442)In 2007, the pharmaceutical industry paid almost $187 million to inform government officials about their products and to persuade them to support or thwart action or legislation affecting them. What is the term used to describe these interactions between the industry and government officials? A.Consumerism B.Public relations advertising C.Ambush marketing D.Lobbying E.Cause marketing

Q: (p.431)Kellogg's offered free Crest' toothpaste along with its 400gm pack of Chocos' that was included within the pack itself. The offer was available for a limited period of one month. This is an example of a(n): A.in-pack coupon. B.self-liquidating premium. C.in-pack premium. D.spiff. E.cents-off promotion.

Q: (p.442)The Florida Swimming Pool Association hired a full-time government relations specialist whose job will be to support or thwart legislation that affect the association's members. One of the specialist's first jobs was to deal with a proposed law requiring hard-wire alarm systems in all pools. This government relations specialist will be engaged in: A.persuasive communication. B.lobbying. C.informative communication. D.consumerism. E.press agentry.

Q: (p.431)If you buy a case of Hanover kidney beans, you can mail eight UPC to the canner and receive a "Kid Bean" stuffed toy. The toy is an example of a(n) _____ premium. A.in pack B.on-pack C.self-liquidating D.continuity E.trade

Q: (p.426)Rather than ultimately building a new power plant, which costs hundreds of millions of dollars, a Texas-based energy company is offering customers a rebate of up to $15,000 to install home solar energy systems. This would be an example of a _____ strategy. A.push B.pull C.parallel D.cohort E.horizontal

Q: (p.426)A _____ strategy is primarily designed to secure the cooperation of retailers. A.push B.pull C.parallel D.cohort E.vertical

Q: (p.426)Trade concentration refers to: A.more products going through fewer retailers. B.a type of promotion commonly used by service providers. C.the ability to perform comparitive advertising within the same store. D.a marketplace that supports multiple retailers of the same or similar products. E.the consolidation of advertising rates for various trade magazines into one generic rate card.

Q: (p.427)A(n) _____ is paid by a manufacturer for the privilege of obtaining shelf or floor space for its new product. A.slotting allowance B.avail C.forward buying allowance D.advertising allowance E.spiff

Q: (p.427)A trade deal is a(n): A.advertisement placed in trade journals read by marketing intermediaries. B.reimbursement from a manufacturer to a retailer for advertising the manufacturer's products. C.payment made by retailers to manufacturers for the privilege of stocking a particular product. D.type of rebate that often accompanies pull strategies. E.short-term discount on the cost of a product offered to members of the trade.

Q: (p.427)The maker of Behr' paints is offering supermarkets a one-month deal, which allows hardware and do-it-yourself stores to purchase its paints at 25 percent off the regular price. The paint manufacturer hopes supermarkets will pass along these savings to consumers in the form of "specials". Assume buyers for a small regional chain of hardware retailers have purchased enough Behr paint to last the chain for the next five months. This chain is engaging in: A.a tying agreement. B.forward buying. C.diverting. D.front loading. E.backwards buying.

Q: (p.427)In the Moose head Cabin Fever Rescue Promotion', beer retailers were sent an inflatable bush plane with 30-inch wingspan that appeared to be dropping a parachute that holds a Moose head 12-pack box. Moose head probably had to pay a ______ to encourage retailers to use this rather large promotional material in their stores. A.display allowance B.buyback allowance C.placement allowance D.trade fee E.inserting allowance

Q: (p.428)Automakers began rewarding dealers with financial incentives long before dealership customers started getting them, too. Recipients were the employees of multi-franchise dealerships. It can be said that automakers offer these salespeople _____ to get them to pitch their brand of vehicles over a competitor's product sold at the same store. A.direct promotions B.instant rebates C.spiffs D.supplementary promotions E.buyback allowances

Q: (p.429)Which of the following is an example of consumer sales promotion? A.Spiffs B.Coupons C.Buyback allowances D.Slotting allowances E.Company conventions

Q: (p.429)Adrienne Faith & Co. offered retailers of spas a four-tiered acrylic shelf unit that holds 36 bottles (2. 4 ounces each) of spa fragrance or spa crystals. The unit is to be placed on the counter, next to the cash register and would be an example of: A.point-of-purchase (P-O-P) material. B.a push strategy. C.a spiff. D.buyback allowance. E.interactive advertising material.

Q: (p.426)Barton Beers invited its retailers to celebrate "Fiestas Patrias", a traditional Mexican holiday that celebrates the country's independence from Spain. The marketing vice president for Barton announced that the company has developed posters, displays and banners for retailers to use during the celebration period. Barton Beers is using a: A.spiff. B.diverting promotion. C.promotional inducement. D.trade promotion. E.logistical activity.

Q: (p.430)_____ are coupons that reach consumers through colorful preprinted newspaper ads. A.Spiffs B.Free standing inserts C.Convenience cards D.Premiums E.Spillages

Q: (p.424)Which of the following statements about sales promotion is true? A.Sales promotion is a deceleration tool. B.Sales promotion normally involves an indirect inducement. C.Sales promotion is usually considered to be complementary. D.Sales promotion may be used anywhere along the marketing route. E.Sales promotion adds intangible immediate value to the brand.

Q: (p.430)Which of the following trends has increased the importance of P-O-P materials? A.Online retailing B.Self-service retailing C.Interactive marketing D.Relationship retailing E.Customerization

Q: (p.425)To create effective sales promotions, a company should: A.use non-specific objectives to give its marketing a desirable level of flexibility. B.avoid any promotion pretesting because of its inherent costs. C.make sure the sales promotion reinforces the brand's advertising message. D.involve itself in either the trade or consumer promotions-but not both. E.use complex, attention-getting copy so the consumer will understand the message.

Q: (p.431)When Keisha received a free sample of Advil PM in a stiff cardboard mailer, a pain reliever designed to help people sleep, the mailer also included a certificate for $2 off the purchase of the over-the-counter drug. Obviously, the manufacturer of Advil PM is using a: A.rebate offer. B.spiff. C.coupon. D.trade promotion. E.cents-off promotion.

Q: (p.426)While sales promotions play an important part in the marketing mix, they also: A.typically stimulate repeat purchases. B.are poor sources of primary research data. C.are relatively inexpensive when compared to the CPM cost of media vehicles. D.tend to draw the competition into a price wars. E.are ineffective if the advertiser sets its budget using the objective-and-task method.

Q: (p.426)A sales promotion aimed at members of the distribution channel is called a: A.spiff. B.diverting promotion. C.promotional inducement. D.trade promotion. E.logistical activity.

Q: (p.415)In 2005, the airwaves of KFFI-AM were saturated with commercials that asked listeners to dial advertisers' toll-free numbers or visit their Web sites. The approach accounted for nearly half the advertising on KFFI and it's a big reason why the station has climbed nearly to the top of the Los Angeles market in revenues and to No.4 nationwide. In this example, a broadcast medium is prospering from the use of: A. unduplicated marketing. B.customized marketing. C.direct-response advertising. D.advocacy selling. E.direct-sales advertising.

Q: (p.416)Which of the following is the best example of direct-response print advertising? A.An advertorial. B.A mailing from a travel agency that asks you to explain why your spouse deserves a dream vacation. C.The opening Web page for ebates.com. D.A magazine ad that asks you to call a toll-free number for more information. E.An unsolicited e-mail that asks you to buy the services of a company that creates web pages.

Q: (p.416)Which of the following is the best example of direct-response broadcast advertising? A.A CD offering you a trial subscription to an online music review magazine. B.A catalog featuring children's clothing. C.A TV infomercial for exercise equipment. D.A telemarketing call selling investment opportunities. E.A commercial before a movie in a theater that asks you to shop at Friedman's Furniture Store.

Q: (p.417)Which of the following is the best marketing communication tool for relationship building? A.Infomercials B.Word-of-mouth C.Personal selling D.Direct-response marketing E.Interactive broadcast advertising

Q: (p.417)_____ is the interpersonal communications process by which a seller ascertains and then satisfies the needs of the buyer, to the mutual, long-term benefit of both parties. A.Direct marketing B.Relationship marketing C.Transactional marketing D.Personal selling E.Viral marketing

Q: (p.418)What is the greatest strength of personal selling? A.Its low cost B.Its historically positive reputation C.The fact that it is labor intensive D.Its personal nature E.The immediacy of the sale

Q: (p.418)Personal selling is the most costly way to communicate with prospects because: A.it is very labor intensive. B.sales cannot occur without advertising. C.it has an inflexible methodology. D.sales quotas force the salesperson to use unethical means to close a sale. E.it cannot be integrated easily into a company's marketing communications strategy.

Q: (p.418)A marketer can reduce the cost of personal selling by: A.eliminating the need for database management. B.communicating relevant information about the company and its product before the sales call. C.providing proof that what the salesperson says is true. D.reminding the prospect to close the sale. E.avoiding the use of trial closes that may delay the actual sale.

Q: (p.421)_____ are exhibitions where manufacturers, dealers and buyers get together for demonstration and discussion. A.Product expositions B.Trade shows C.Distribution shows D.Distribution fairs E.Product retrospectives

Q: (p.422)_____ encompasses the physical appearance of the container and includes design, color, shape, labeling, and materials. A.Trade show B.Sales promotion C.Packaging D.Network marketing E.Trade promotion

Q: (p.412)Rite Aid announced the launch of a _____ called Living More that provides benefits and savings to customers at least 60 years of age. Every time members use their card they are automatically entered into a quarterly sweepstakes plus getting a ten percent discount off all cash prescriptions as well as a ten percent discount off Rite Aid-brand products. A.trade promotion B.direct sales promotion C.interactive program D.loyalty program E.push strategy

Q: (p.424)_____ is a direct inducement offering extra incentives anywhere along the marketing route to enhance the movement or accelerate the product's movement from producer to consumer. A.Direct selling B.Direct marketing C.Sales promotion D.Public relations E.Direct-response advertising

Q: (p.414)Which of the following statements describes a reason why an advertiser might decide against using direct marketing? A.Direct marketing efforts provide its users with the prestigious affiliation offered by some media. B.Many customers like to be able to use more than their visual senses when they are buying. C.In the past, direct marketers were excessively relationship-oriented; and this gave direct marketers a bad reputation. D.Direct marketing suffers from lack of sufficient clutter. E.Direct marketing is not measurable and accountable.